It is often unknown or misunderstood what public relations professionals do, and what role they play in an organization. The truth is, there are many roles a PR practitioner can take on, and many functions and activities they can perform. All PR activities play a key role in establishing a positive relationship between an organization and the public.
When hiring an effective PR employee or consultant, it’s advisable to look out for an excellent communicator, with expertise in mass communication and persuasion. They may work as a staff member at an organization, at a public relations agency, or as an independent consultant. An organization may hire a PR practitioner to perform numerous assignments.
What they do
A practitioner may be hired to write news releases, reports, proposals, biographies, and blogs. The practitioner may prepare copy for websites, posters, and brochures. They may also edit the work of others, which is why writing is one of the most important skills a practitioner must possess.
Another activity a PR practitioner may perform involves media relations. This involves contacting the media to pitch story ideas in an attempt to have stories involving the organization published. The practitioner must develop and maintain a mutually beneficial relationship with key media contacts. This involves organizing news conferences, media briefings, and publicity stunts designed to gain media coverage.
How they can help
As an advisor to an organization, a practitioner may take a strategic management role. In this role, they advise management on what is in the best interest of their publics, and what is in the best interest of the organization. The practitioner provides input on organizational policies with careful consideration of attitudes and beliefs held by key publics. They problem solve, and facilitate.
Another way a PR practitioner helps to manage an organization’s relationship with its publics is through communication management. In this role, the practitioner interacts directly with key publics, and reports back to the management of the organization. They work to develop communication objectives that are relative to the organization’s overall objective, and tactics used achieve these objectives. The practitioner may also help to manage relevant issues by monitoring the media, analyzing media content, and tracking trends. They would study public policy matters relevant to the organization, and identify problems, issues and trends that are of interest to the organization.
The functions a public relations consultant can be hired to perform are numerous. An organization should look for a consultant that is able to listen and understand feedback provided by the public, and respond effectively. In these roles and functions, a professional PR consultant is a valuable tool to any organization that would like help in managing its public image.
Mark Buzan is principal and chief magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for nonprofits and associations. Contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. You can view his website at www.actionstrategies.ca.
